Opinion: a brand story untold – Mercedes’ EQS

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Telling the brand story will be the most important task for car designers in the future. Due to electrification of the car, unique engine noises and characteristics will soon be gone. Engaging driving experiences will be harder to find, too, owing to urbanisation, congestion and developments around self-driving cars. Thus, ...

Until the turn of the century, Mercedes-Benz design featured precisely chiselled bodies, which told the story of their vault-like build quality. Until then, all new Mercedes models brought stylistic odes to previous cars - as good design houses inside and outside the automotive realm still do to this day. New cars made the family bond visual and thus the model future-proof, according to then Design Chief Bruno Sacco. After the year 2000 the vision at Mercedes-Benz changed radically. With the departure from the ‘horizontal homogeneity and vertical affinity’ philosophy both conceptually as well as aesthetically the brand moved away from longevity. Design at Das Haus was not aimed at timelessness any longer, but rather at simple ephemeral fads.

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